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With peak property season about to kick off, one of Australia’s leading property portals has launched an unusual spring campaign, leveraging a raft of channels including a mobile app, outdoor, social, television and bespoke online video.
Domain has also enhanced its app experience and extended sponsorships with The Block and radio segments on Macquarie Radio Network.
Individual address search is now available in the Domain app. It also boasts new technology that allows users to scan listings in real time from the Domain magazine.
Melina Cruickshank, Domain’s chief of editorial and marketing, said the Domain property app remains central to the platform’s marketing.
“Our investment in the app means it now delivers almost 60 per cent of our enquiry to agents and vendors,” she said.
Ms Cruickshank added that engagement on the app is 55 minutes per month per person—up 30 minutes from the prior year— which signifies “strong” growth.
She said that Domain is building a loyal mobile audience, with daily app launches lifting 28 per cent in the last 12 months.
“We use app launches as a clear indicator of brand engagement as the product is so core to our business,” Ms Cruickshank said.
Surprises
Having already embraced outdoor as a key brand awareness channel, Domain, this season, will go live with over 2,000 street furniture, billboards, trams and buses.
Then, from the writers of Domain’s INMA-award winning Avalon Now online video series, Domain will release a new series called The Circle, which follows a group of people frustrated with the expense of Sydney and Melbourne property who make the move to the Sunshine State.
“Audiences can expect the same quirky style from Avalon Now that attracted more than four million views on social and won several awards over two seasons,” Ms Cruickshank said.
Featuring a track from Canadian artist Serena Ryder, the new Domain television commercial debuted on The Block on 31 July. This spring Domain will also step up its sponsorship of Channel Nine’s The Block. This season brings a number of clever in-show integration.
Domain will also feature in new drive time radio segments with Ben Fordham and Talking Lifestyle morning shows with John Stanley and Garry Linnell on Macquarie Radio Network.
Domain will also relaunch its national luxury property magazine, Prestige.
Ms Cruickshank said that spring property season remains a big focus for Domain.
“With listings on the rise, the property market is set for a big season which is fantastic for both buyers and sellers,” she said.
“The team at Domain remain incredibly focused on helping Australians make the smartest and most informed decisions with everything related to buying and selling property.”
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